Apple Enthusiasts Descend on San Francisco for MacWorld

Published at 12:59 PM PST on Jan 26, 2012

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Technology buffs have already begun descending on San Francisco's South of Market neighborhood for the annual conference celebrating all things Mac -- and all things Apple.

This year, organizers of the Macworld Expo, which is in its 27th year, have shaken things up by renaming the event Macworld/iWorld, by shifting the focus to products beyond the Mac, and by adding music and film events to the programming.

The conference has new programs that organizers say cater to the dynamic lifestyle of Apple consumers, such as the "Music Experience," which consists of on- and off-site musical performances during and after the show, and the Film Event, which includes screenings of film and TV programs created on the iPhone and iPad.

The expo takes place Thursday through Saturday at the Moscone West convention center on Howard Street at Fourth Street.

Although Apple itself stopped participating in the event after the 2009 Macworld Expo, it is also the first expo held since Steve Jobs' passing in October of last year.

The event is run by IDG World Expo, which is owned by IDG, the parent company that owns Macworld magazine.